B2B tech marketers are under wild pressure…get the company more leads, increase conversions, raise that NPS and more. This means that most marketing teams might hope for good user experiences, but often don't have the staff, budget, or partnerships in place to completely follow through. Instead, we try to incrementally step our way to improvements through guessing and hoping our changes or initiatives will move the needle. How do we drive our teams and companies towards increased customer-centricity? What role can UX professionals play here? How do we reduce marketing expenses and risks in a fast-moving, highly demanding work environment? - - - This is the slide deck from the June 2022 HubSpot User Group (HUG) for B2B Technology USA. View the webinar recording at https://youtu.be/RMHOmwMYllc Sign up for future HUG events at https://events.hubspot.com/b2b-technology-usa/

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Debbie Levitt
Founder + Principal
Delta CX

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About Your Host…
Kiwi Creative
We are a HubSpot Platinum Solutions
Partner for growing
B2B tech companies.
kiwicreative.net
Jen Lombardi
Head Honcho, Creative Genius

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Best/Better/Good/
Ugh/Risky UX in a
B2B Tech Marketer's
World
Ⓒ 2022. All Rights Reserved. Please credit Debbie Levitt and Delta CX if you are using/reusing/creating derivatives/variations of any of this. Thanks!
Debbie Levitt

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Connect and join!
Debbie
Levitt
Delta CX
DeltaCX.link/joinslack
No sponsorships or affiliate links. Ad revenue donated to charity monthly.
Menti.com 9359 7859

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Poll: Great customer experiences

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From best to ugh/risky
• Best
Partner with CX/UX
specialists so they can do
UCD, and you can do what
you do best.
Guesses and assumptions
replaced by knowledge.
Understand target users and
meet or exceed needs and
expectations.
• Ugh/Risky
Guessing, assuming, stereotyping.
Talking to the wrong people, asking
the wrong questions, or both.
Deceptive design (formerly known
as dark patterns), tricks, unethical
stuff.
“I have empathy for customers.”
“We’ll just workshop that.”
Best! Ugh/Risky
Good
Better

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An ugh-ly story
Ugh
Risky

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8
User-centered design
(UCD)
Best!

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User-Centered Design (UCD)
•Generative
•Evaluative
Research
•Strategy
•Copy
•Media
Content
•Structures
•Taxonomies
•Hierarchies
•Organization
IA
•Wireframes
•Prototypes
•Accessibility
IxD
• Evaluative
Testing
•Components
•Design
Systems
•Branding
Visual
Design
Learn Build Test
Early Concept
Iteration
Iteration
Solution
Discover
& Define
Design Validate
Iterate

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UCD process defines and shepherds value
•Generative
•Evaluative
Research
•Strategy
•Copy
•Media
Content
•Structures
•Taxonomies
•Hierarchies
•Organization
IA
•Wireframes
•Prototypes
•Accessibility
IxD
• Evaluative
Testing
•Components
•Design
Systems
•Branding
Visual
Design
What do we
want to
learn?
Planning/
Goals/
Strategy
Protocol/
Script/ Guide
Recruiting Execution
Analysis/
Synthesis
Insights/
Opportunities
Testing is the QA of CX/UX.

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Research uncovers insights and opportunities
List items
for sale

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Empathy – Knowledge – Action
Empathy
Knowledge Action

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Being more proactive
Best!

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What stories do we tell about those who don’t buy?
Lost
Sales

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Auto-renew cancelled
Full data export/
download
Attempts from
multiple channels
Sample Delta CX “behavior triggers”
Second purchase
failure
Logging in from
multiple browsers/
devices

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The UX team of zero
Good
Risky
Could end
up ugh!

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NNgroup.com heuristics
Visibility of system
status
Match between
system and the
real world
User control and
freedom
Consistency and
standards
Error prevention
Recognition rather
than recall
Flexibility and
efficiency of use
Aesthetic and
minimalist design
Help users
recognize,
diagnose, and
recover from errors
Help and
documentation

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The Four Horsemen of Bad CX/UX®
®
FRUSTRATION CONFUSION DISAPPOINTMENT DISTRACTION

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You’re not the user, but test it yourself

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Usability Testing

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Research mistakes
Ugh
Risky

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Why non-specialists get research wrong
•Wrong research participants.
Recruit from our target audience who isn’t our customer.
•Wrong questions.
Ask “how can this be improved?”
•Wrong interpretation of data.
•Any one (or more) of these can steer your company
in wrong directions, leading to wrong decisions
and/or considering the wrong solutions.

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“Bad” questions look like:
• “We’re thinking about offering [thing]. Would you want
something like that?”
• “Would your colleagues use something like [thing]?”
• “What would you want?”
• “How would you feel if our product had/didn’t have [aspect]?”

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In research and testing…
If you only hear positive
things, you asked the wrong
people, the wrong questions,
or both.

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Mistake: Doing what customers “wanted”

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Surveys are often flawed

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A/B testing is for performance

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Short-term gains, long-term carnage?
AOV, conversion,
higher whatever
Support, VOC, returns,
disputes, decreased CLV?
“Your CX and UX Metrics Are Myopic”

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NPS®
Detractors Passives Promoters
• “Would you recommend us?”
• This isn’t loyalty or satisfaction.
• This is a broad temperature-taking disguised as a future prediction of action.
• NPS often isn’t actionable.
1 2
0 3 5
4 6 7 9
8 10
NPS® is a registered trademark of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.
Susceptible to competitive offerings. People are loyal until they’re not.

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Poll: Great questions?

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CX/UX & Marketing…
BFFs!
Best!

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Tie CX to ROI, metrics, & biz goal achievement
CX/UX
Marketing
Best
Friends
Forever!

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Old way vs new way
Old Way
• Get a web designer,
visual designer, or UX
person to make us a
better landing page.
• A/B test the landing
page.
New Way
• Research to understand
customers, tasks, perceptions,
habits, and why the current
site/system/workflow stinks.
• Use task analysis and optimized
task flow techniques.
• Cycles of architecture, interaction
design, testing, iteration.
• A/B test the vetted
designs/features.
• Watch those metrics.
GUESS
😟

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Tips for the CX-Marketing friendship
• Variants should be high quality.
• CX rarely uses surveys.
• CX doesn’t use focus groups.
• Stay away from devious design (formerly known as dark
patterns) and confirm shaming.
• Question assumptions and use behavior triggers.
• Marketing copy and CX writing are not always the same
things.

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Thanks for attending!
• The DeltaCX.com website will lead you to
our…
• Consulting and project work
• Models
• Private training
• Free Slack workspace
• Book and Medium articles
• Live “Transforming Toward Customer-
Centricity” workshop (or video course
version)! deltacx.link/ttcc-training
• Free 30 min of coaching for each of you.
Book “30 Minutes Free” at
deltacx.link/coaching
• Questions? deb@deltacx.com
Delta CX

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Questions?
P.S. Save the date for our next HUG